Importance-performance analysis: A comparative study of motor repair service customers

Bosho , C. A icle Impo ance-pe o mance analysis: A compa a i e s udy o mo o epai se ice cus ome s Sou h A ican Jou nal o Business Managemen P o ided in Coope a ion wi h: Uni e si y o S ellenbosch Business School (USB), Bell ille, Sou h A ica Sugges ed Ci a ion: Bosho , C. (1986) : Impo ance-pe o mance analysis: A compa a i e s udy o mo o epai se ice cus ome s, Sou h A ican Jou nal o Business Managemen , ISSN 2078-5976, A ican Online Scien i ic In o ma ion Sys ems (AOSIS), Cape Town, Vol. 17, Iss. 4, pp. 196-201, h ps://doi.o g/10.4102/sajbm. 17i4.1056 This Ve sion is a ailable a : h ps://hdl.handle.ne /10419/217943 S anda d-Nu zungsbedingungen: Die Dokumen e au EconS o dü en zu eigenen wissenscha lichen Zwecken und zum P i a geb auch gespeiche und kopie we den. Sie dü en die Dokumen e nich ü ö en liche ode komme zielle Zwecke e iel äl igen, ö en lich auss ellen, ö en lich zugänglich machen, e eiben ode ande wei ig nu zen. So e n die Ve asse die Dokumen e un e Open-Con en -Lizenzen (insbesonde e CC-Lizenzen) zu Ve ügung ges ell haben soll en, gel en abweichend on diesen Nu zungsbedingungen die in de do genann en Lizenz gewäh en Nu zungs ech e. Te ms o use: Documen s in EconS o may be sa ed and copied o you pe sonal and schola ly pu poses. You a e no o copy documen s o public o comme cial pu poses, o exhibi he documen s publicly, o make hem publicly a ailable on he in e ne , o o dis ibu e o o he wise use he documen s in public. I he documen s ha e been made a ailable unde an Open Con en Licence (especially C ea i e Commons Licences), you may exe cise u he usage igh s as speci ied in he indica ed licence. h ps://c ea i ecommons.o g/licenses/by/4.0/ Impo ance-pe o mance analysis: A compa a i e s udy o mo o epai se ice cus ome s C. Bosho Depa men o Business Economics, Vis a Uni e si y, Po Elizabe h A leas wo Ame ican s udies ha e ound ha a high pe cen age o new ca owne s do no e um o he deale ship hey pu chased hei ehicle om o se icing/ epai s a e he ini ial wa an y had expi ed. Pa onage seems o ha e shi ed o he so-called independen wo kshops. I appea s as i he same end p e ails in Sou h A ica and should be a sou ce o conce n o ehicle manu ac u e s. The s udy desc ibed in his a icle a emp ed o iden i y possible easons o his shi in pa onage and also o es ablish whe he ma ke equi emen s in gene al a e being sa is ied by hese ins i u ions. The esul s ob ained indica e ha independen wo kshops pe o m ce ain a ibu es o a mo o epai se ice ha a e impo an o consume s ma kedly be e han anchised deale ships do. I was u he es ablished ha nei he ins i u ion cu en ly ully sa is ies ma ke equi emen s. S. A . J. Bus. Mgm . 1986, 17: 196-201 Ten mins e wee Ame ikaanse s udies he be ind da 'n ho6 pe sen asie an nuwe oe uigeienaa s nie na die agen skap waa hulle hul oe uig aan anklik gekoop he e ugkee i he s el· en e sieningsdiens e nada die waa bo gpe iode op die oe uig e s yk he nie. Onde s euning e skui skynbaa na die sogenaamde ona hanklike dienss asie. Die e noede bes aan da diesel de neiging ook in Suid-A ika oo kom en behoo 'n b on an komme i mo o - e aa dige s e wees. Die onde soek waa an hie die a lkel e slag lewe was gemik daa op om moon like edes i die e skuiwing e iden i isee en ook om e bepaal o beide ins ellings ans daa in slaag om ma kbehoe es e be edlg. Die e k ~ esul a e dui daa op da ona hanklike dienss asies seke e aspek e an 'n mo o he s eldiens wa i e b uike s belang ik is me kbaa be e e ig as agen skaphoue s. Ve de is be ind da nie een an die ins ellings ans we klik daa in slaag om ma kbehoe es e be edig nie. S.·A . Tydsk . Bed y sl. 1986, 17: 196-201 C.Bosho Depa men o Business Economics, Vis a Uni e si y, P i a e Bag X613, Po Elizabe h, iOOO Republic o Sou h A ica Accep ed Augus 1986 In oduc ion A leas wo Ame ican s udies ha e ound ha a high pe - cen age o new ca owne s do no e u n o he deale ship hey pu chased hei ehicle om o se icing/ epai s a e he ini ial wa an y had expi ed. Pa onage seems o ha e shi ed o he so-called independen wo kshops. (Richa dson & Fogg, 1970:217; C andall, 1970:19). The con inua ion o his end in la e yea s has been con i med by Moye & Whi mo e (1976:37) and in Sou h A ica by P e o ius (1973: 28). Fu he posgble e idence he eo is ha a leas wo Sou h A ican manu ac u e s es ima e hei cus ome e en ion a e a e he expi y o he wa an y on new ehicles, a below JOOlo 1• This si ua ion is a sou ce o conce n h oughou he indus y2. In his s udy he objec i e will be o compa e he pe cep- ions o cus ome s o anchised mo o deale ships and independen epai wo kshops ega ding ce ain a ibu es o a mo o epai se ice. This will be done o de e mine whe he independen wo kshops pe o m ce ain a ibu es o a mo o epai se ice ha a e impo an o consume s be e han anchised deale ships do. I ound o be ue, his could elucida e possible easons o he low e en ion a e o an- chised deale ships. An a emp will also be made o es ablish whe he bo h ins i u ions succeed in sa is ying ma ke equi e- men s wi h ega d o speci ic a ibu es. Me hodology An impo ance-pe o mance analysis as sugges ed by Ma illa & James (1977) was used o de e mine he pe cep ions o esponden s ega ding 21 a ibu es o a mo o epai se ice. Responden s we e asked wo ques ions ega ding each a i- bu e namely: • How impo an is his a ibu e? -measu ing ma ke equi emen s. ' • How well does he wo kshop which epai s you ehicle, pe o m he a ibu e? -measu ing cu en a emp s o sa is y ma ke equi emen s. Twel e o he 14 a ibu es iden i ied by Ma illa & James (1977) we e used whe eas a u he eigh we e iden i ied and added a e a ocus g oup session wi h ehicle owne s and consul a ions wi h manage s in he mo o indus y. The comple e lis o a ibu es used in he s udy appea s in Table 2. The da a collec ion ins umen s used we e wo ou -poin scales. Impo ance could be a ed on a ou -poin ~e: ex emely impo an ( alue 4), impo an ( alue 3), sligh ly impo an ( alue 2), and no impo an ( alue 1). Pe o mance could also be a ed on a ou -poin scale: excellen (4), good s. A . J. Bus. Mgm . 1986, 17(4) Table 1 Size and composi ion o he esponden g oup Responses as pe cen age o To al Numbe numbe To al Elemen s o Sample o o sample esponden g oup size esponses esponses size Cus ome s o anchised deale ships 330 185 55,9 28,03 Cus ome s o independen wo kshops 330 146 44,1 22,12 To al 660 331 l()()GJo 50,15'70 (3), ai (2) and poo (1). A 'no basis o judgemen ' ca ego y was also p o ided. A mean a ing o each a ibu e was hen calcula ed. The esea ch u iliz.ed a mail ques ionnai e. The sample consis ed o wo g oups o andomly selec ed esponden s: cus ome s o anchised deale ships and cus ome s o in- dependen wo kshops. Th ee hund ed and hi y ques ion- nai es we e mailed o each g oup. Th ee hund ed and hi y- one o he 660 ques ionnai es we e e u ned in usable o m a e one elephonic ollow-up, o a esponse a e o 50,lSOJo. The siz.e and composi ion o he esponden g oup is shown in Table 1. Wi h ega d o epo ing esponse a es, Be die & Ande son (1976:72 - 73) a gued ha s udies using mail ques ionnai es as esea ch me hod, should gi e an indica ion o he esponse a e pe i em on he ques ionnai e. This will allow he eade o decide whe he da a ob ained a e gene aliz.able o he Table 2 I em esponse a e pe esponden g oup 197 popula ion ep esen ed by he sample s udied. All he ques ions in he sec ion o he ques ionnai e mea- su ing he impo ance o 21 a ibu es o a mo o epai se ice, we e answe ed. The sec ion measu ing pe o mance, howe e , allowed o a 'no basis o judgemen ' al e na i e as an answe . These esponses we e awa ded a alue o ze o and excluded om he compu a ion o mean alues. As he excessi e use o his al e na i e could ha e an in luence on he eliabili y o he mean alues o ce ain a ibu es, he i em esponse a e pe esponden g oup is shown in Table 2. Table 2 shows a ela i ely low esponse a e (answe s ma ked 'no basis o juqgemen ') on h ee i ems by cus ome s o anchised deale ships. These a e he a ailabili y o sub- s i u e anspo (73,SOJo), he sending ou o egula eminde o main enance no i~ (72,40Jo ), and being in o med in ime i he ehicle epai ed mus s ay o e nigh (74,60Jo ). E en lowe esponse a es we e eco ded o cus ome s o independen wo kshops ega ding loca ion close o wo k (74,70Jo) a ail- abili y o subs i u e anspo (61,60Jo) and he sending ou o egula eminde o main enance no ices (58,90/o). Empi ical In es iga ion and analysis A compa ison o impo ance a ings In Table 3 a compa ison is made be ween he impo ance a ings o bo h esponden g oups in an a emp o de e mine whe he signi ican di e ences ega ding he impo ance o ce ain a ibu es do exis . F om Table 3 i would appea as hough he needs and equi emen s o bo h esponden g oups a e la gely simila , as he impo ance a ings o indi idual a ibu es by bo h g oups do no di e signi ican ly (P < 0,05). The only excep ions a e he g ea e need o cus ome s o anchised deale ships ega ding he a ailabili y o spa e pa s and hei need o be Responden g oups Cus ome s o anchised deale ships Cus ome s o independen wo kshops Impo ance Pe o mance Impo ance Pe o mance j~ e alua ion e alua ion e alua ion e alua ion ·g § A ibu es in o de o appea ance on Numbe o OJo o Numbe o OJo o Numbe o OJo o Numbe o 'lo o < c: ques ionnai e esponses o al esponses o al esponses o al esponses o al 1. Job done igh he i s ime 185 100 183 98,9 146 100 146 100 2. Fas esponse o complain s 185 100 182 98,4 146 100 144 98,6 3. Able o do any job needed 185 100 176 95,1 146 100 140 95,9 4. Se ice a ailable when needed 185 100 184 99,5 146 100 144 98,6 5. Cou eous and iendly se ice 185 100 185 100 146 100 146 100 6. Vehicle eady when p omised 185 100 185 100 146 100 146 100 7. Pe o m only necessa y wo k 185 100 172 93,0 146 100 3'9 95,2 8. Reasonable p ices 185 100 173 93,5 146 100 138 94,5 9. Hones y - wo k indica ed as comple ed, comple ed 185 100 178 96,2 146 100 144 98,6 10. Con enien ly close o home 185 100 158 85,4 )46 I 100 140 95,9 11. Con enien ly close o wo k 185 100 158 85,4 146 100 '109 74,7 12. Subs i u e anspo a ailable 185 100 136 73,5 146 100 90 61,6 13. Regula eminde /main enance no ices 185 100 134 72,4 146 100 86 58,9 14. Accu a e quo a ions 185 100 142 76,8 146 100 129 88,4 15. Fas se ice on mino epai s 185 100 171 92,4 146 100 141 96,6 16. A ailabili y o spa e pa s 185 100 171 92,4 146 100 145 99,3 17. Clean, a ac i e wai ing ooms 185 100 165 89,2 146 100 112 76,7 18. Clea signs e.g. ecep ion, pa king 185 100 176 95,1 146 100 126 86,3 19. In o med in ime o o e nigh s ay 185 100 138 74,6 146 100 130 89,0 20. A ailabili y o in o ma i e accoun 185 100 178 96,2 146 100 144 98,6 21. Pe sonal con ac wi h mechanic 185 100 151 81,6 146 100 137 93,8 "Each a ibu e will consis en ly be associa ed wi h his numbe . 198 p ope ly in o med by means o clea signs whe e ecep ion is, whe e o pa k, whe e o pay accoun s, e c. Howe e , a Ho ellings squa e es was conduc ed which e ealed ha his S.-A . Tydsk . Bedh sl. 1986, 17(4) was no he case. Cus ome s o independen wo kshops do di e , compa ed o cus ome s o anchised deale ships, in hei e alua ion o he impo ance o hese a ibu es as a Table 3 Impo ance a ings o a ibu es: Bo h esponden g oups Impo ance a ings F anchised Independen Di e encesb u deale ship wo kshop ].8 ·c: e cus ome s cus ome s (A-8) ~ e A ibu e (A) (B) (C) I Job done igh he i s ime 3,92 3,88 +0,04 2 Fas esponse o complain s 3,54 3,60 -0.06 3 Able o do any job needed 3,35 3,19 +0,16 4 Se ice a ailable when needed 3,37 3,35 +0,02 5 Cou eous and iendly se ice 3,28 3,29 -0,01 6 Vehicle eady when p omised 3,57 3,58 -0,01 7 Pe o m only necessa y wo k 3,21 3,42 -0,21 8 Reasonable p ices 3,54 3,64 -0,10 9 Hones y -wo k indica ed as comple ed mus be comple ed 3,95 3,88 +0,07 10 Con enien ly close o home 2,01 2,26 -0,25 11 Con enien ly close o wo k 2,30 2,03 +0,27 12 A ailabili y o subs i u e anspo 2,48 2,27 +0,21 13 Regula eminde /main enance no ices 2,05 1,86 +0,19 14 Accu a e quo a ions 3,40 3,40 0,00 15 Fas se ice on mino epai s 3,30 3,19 +0,11 16 A ailabili y o spa e pa s 3,58 3,37 +0,21• 17 Oean a ac i e wai ing oom 2,56 2,41 +0,15 18 Oea signs e.g. ecep ion, pa king e c. 2,70 2,40 +0,30- 19 In o med in ime o o e nigh s ay 3,60 3,44 +0,16 20 A ailabili y o in o ma i e accoun 3,58 3,58 0,00 21 Pe sonal con ac wi h mechanic 2,92 3,00 -0,08 "Signi ican a P < 0,05. b A posi i e coe icien in column C indica es ha he impo ance a ing o anchised deale ship cus ome s exceed he impo ance a ing o cus ome s o independen wo kshops ega ding ha pa icula a ibu e, and ice e sa. Table 4 Pe onnance a ings o a ibu es: Bo h esponden g oups Pe o mance a ings u F anchised Independen Di e encesb i.8 deale ship wo kshop ... e cus ome s cus ome s (A-8) ... ::, < C: A ibu e (A) (8) (C) I Job done igh he i s ime 2,36 2,86 -0,50- 2 Fas esponse o complain s 2,63 3,04 -0,41. 3 Able o do any job needed 2,81 2,81 0,00 4 Se ice a ailable when needed 2,83 2,98 -0,15 5 Cou eous and iendly se ice 3,02 3,35 -0,33• 6 Vehicle eady when p omised 2,63 2,97 -0,34• 7 Pe o m only necessa y wo k 2,84 3,06 -0,22 8 Reasonable p ices 2,13 2,61 -o,48• 9 Hones y -wo k indica ed as comple ed mus be comple ed 2,50 2,86 -0,36. 10 Con enien ly close o home 1,93 2,86 -0,93• 11 Con enien ly close o wo k 2,22 2,40 -0,18 12 A ailabili y o subs i u e anspo 1,87 1,72 +0,15 13 Regula eminde /main enance no ices 1,71 1,36 +0,35 14 Accu a e quo a ions 2,47 2,71 -0,24 15 Fas ° se ice on mino epai s 2,62 3,09 -0,4,. 16 A ailabili y o spa e pa s 2,70 2,52 +0,18 17 Clean a ac i e wai ing oom 2,68 2,40 +0,28 18 Clea signs e.g. ecep ion, pa king e c. 2,73 2,44 +o,2ga 19 In o med in ime o o e nigh s ay 2,46 2,95 -o,4ga 20 A ailabili y o in o ma i e accoun 2,91 3,10 -0,19 21 Pe sonal con ac wi h mechanic 2,17 3,26 -),og& "Signi ican a P < 0,05. b A posi i e coe icien in column C indica es ha he pe o mance a ing o anchised deale ship cus ome s exceed he pe o mance a ing o cus ome s o independen wo kshops ega ding ha pa icula a ibu e, and ice e sa. s. A . J. Bus. Mgm . 1986, 17(4) whole, al hough his is no he case wi h he majo i y o indi idual a ibu es. A compa ison o pe o mance a ings The pe o mance a ings o bo h esponden g oups, pe a ibu e, a e shown in Table 4. I is appa en om Table 4 ha he pe o mance a ings (mean alues) o independen wo kshops by hei cus ome s exceed he pe o mance a ings o anchised deale ships by hei cus ome s ega ding 15 a ibu es. O hese di e ences, 10 a e signi ican a he P < 0,05 le el. They a e: 1. Job done igh he i s ime. 2. Fas esponse o complain s. 5. Cou eous and iendly se ice. 6. Vehicle eady when p omised. 8. Reasonable p ices. 9. Hones y - wo k indica ed as comple ed mus be com- ple ed. 10. Con enien ly close ~ home. 15. Fas se ice on mino epai s. 19. In o med in ime o o e nigh s ay. 21. Pe sonal con ac wi h mechanic. O hese 10 a ibu es all, excep 'con enien ly close o home' (10), a e ega ded as impo an ( a ed a a mean alue o h ee o mo e)3 by cus ome s o independen wo kshops. The impo ance a ings o cus ome s o anchised deale ships we e la gely simila excep o he a ibu e 'pe sonal con ac wi h mechanic', which was a ed sligh ly lowe a a mean alue o 2,92 bu is also ega ded as impo an o pu poses o his s udy (see Table 3). Table 4 also shows ha he pe o mance a ings o an- chised deale ships by hei cus ome s exceed he pe o mance a ings o independen wo kshops by hei cus ome s ega ding i e a ibu es. Howe e , only he di e ence ega ding he a ibu e 'clea signs e.g. ecep ion, pa king e c.' is signi ican . 199 a he P < 0,05 le el, and is no ega ded as impo an by ei he esponden g oup (see Table 3). To summa ize, independen wo kshops ou pe o m an- chised deale ships o a signi ican deg ee ega ding nine impo an a ibu es o a mo o epai se ice. F anchised deale ships, on he o he hand ou pe o m independen wo kshops ega ding one a ibu e, which is no ega ded as impo an by ei he esponden g oup. Impo ance-pe o mance a ings: cus ome s o anchised deale ships The impo ance and pe o mance a ings o cus ome s o anchised deale ships a e shown in Table 5. Ranking is in descending o de o impo ance. Table 5 e eals ha o he 15 a ibu es mos impo an o cus ome s o anchised deale ships, impo ance a ings exceed pe o mance a ings o a signi ican deg ee in all ins ances. On he o he hand pe o mance exceed impo ance o only wo a ibu es bu nei he a e ega ded as impo an (mean alues o h ee and highe a e ega ded as impo an ), no a e he di e ences signi ican a he P < 0,05 le el. This would seem o indica e ha anchised deale ships do no sa is y he needs and equi emen s o cus ome s ega ding impo an a ibu es o a epai se ice. Impo ance-pe o mance a ings: cus ome s o independen wo kshops Impo ance-pe o mance a ings o cus ome s o independen wo kshops a e shown in Table 6. Ranking is in descending o de acco ding o mean impo ance alues. Table 6 e eals ha o he 15 a ibu es mos impo an o cus ome s o independen wo kshops, impo ance a ings exceed pe o mance a ings o a signi ican deg ee in 12 cases. Pe o mance exceeds impo ance o only i e a ibu es o which only one is signi ican a he P < 0,05 le el. This would Table 5 Impo ance and pe o mance a ings o a ibu es: Cus ome s o anchised deale ships Mean Mean Di e enceb u co ll impo ance pe o mance ] a ing a ing (8)-(A) a ... e ... :, A ibu e (A) (8) (C) 1¥ -( C 1 9 Hones y -wo k indica ed as comple ed mus be comple ed 3,95 2,46 - 1,49" 2 Job done igh he i s ime 3,92 2,36 -1,56° 3 19 In o med in ime o o e nigh s ay 3,60 2,46 -1,14• 4 16 A ailabili y o spa e pa s 3,58 2,70 -o,ss• 5 20 A ailabili y o an in o ma i e accoun 3,58 2,91 -0,67. 6 6 Vehicle eady when p omised 3,57 2,63 -0,94• 7 8 Reasonable p ices 3,S4 2,13 - 1,41• 8 2 Fas esponse o complain s 3,53 2,63 -0,90" 9 14 Accu a e quo a ions 3,40 2,47 -0,93• 10 4 Se ice a ailable when needed 3,37 2,83 -0,54• 11 3 Able o do any job needed 3,35 2,81 -0,54• 12 15 Fas se ice on mino epai s 3,30 2,62 -o,68• 13 5 Cou eous and iendly se ice 3,28 3,02 -o,26• 14 7 Pe o m only necessa y wo k 3,21 2,84 -0,37• IS 21 Pe sonal con ac wi h mechanic 2,92 2,17 -o,1s• 16 18 Clea signs indica ing ecep ion, pa king, e c. 2,70 2,73 +0,03 17 17 Clean and a ac i e wai ing oom 2,S6 2,68 +0,12 18 12 A ailabili y o subs i u e anspo 2,48 1,87 -0,61• 19 11 Con enien ly close o wo k 2,30 2,22 -0,08 20 13 Regula eminde /main enance no ices 2,0S 1,71 -0,34• 21 10 Con enien ly close o home 2,01 1,93 -0,08 -Signi ican a P < 0,0S. . · ha pa icula b A nega i e coe icien in column C indica es ha he impo ance a ing exceed he pe onnance aung ega ding a ibu e. and i~ ena. 100 S.-A . Tydsk . Bed y sl. 1986, 17(4) Tabla& Impo ance and pe onnance a ings o a ibu es: Cus ome s o Independen wo kshops Mean Mean Di e ence" ' Ji impo ance pe o mance 32 a ing a ing (B)-(A) s A ibu e (A) (B) (C) I 9 Hones y - wo k indica ed as comple ed mus be comple ed 3,95 3,06 -o.~ 2 I Job done ish he i s ime 3,88 2,86 -1,02• 3 8 Reasonable p ices 3,64 2,61 -1,03• 4 2 Fas esponse o complain s 3,60 3,04 -0,W 5 20 A ailabili y o an in o ma i e accoun 3,58 3,10 -0,488 6 6 Vehicle eady when p omised 3,58 2,97 -0,61 8 7 19 In o med in ime o o e nigh s ay 3,44 2,95 -0,4g8 8 7 Pe o m only necessa y wo k 3,42 3,06 -o,36• 9 14 Accu a e quo a ions 3,40 2,71 -0,W 10 16 A ailabili y o spa e pa s 3,37 2,52 -o.s5• 11 4 Se ice a ailable when needed 3,35 2,98 -0,3,. 12 5 Cou eous and iendly se ice 3,29 3,35 +0,06 13 3 Able o do any job needed 3,19 2,81 ...:o,3sa 14 15 Fas se ice on mino epai s 3,19 3,09 -0,10 15 21 Pe sonal con ac wi h mechanic 3,00 3,26 +0,26 16 17 Clean and a ac i e wai ing ooms 2,41 2,40 -0,01 17 18 Clea signs indica ing ecep ion, pa king. e c. 2,40 2,44 +0,04 18 12 A ailabili y o subs i u e anspo 2,27 1,72 -0,55• 19 10 Con enien ly close o home 2,26 2,86 +0,<,08" 20 11 Con enien ly close o wo k 2,03 2,40 +0,37 21 13 Regula eminde /main enance no ices 1,86 1,36 -o,soa "Sipi ican a P < 0,05. b A nega i e coe icien in column C indica es ha he impo ance a ing exceed he pe o mance a ing ega ding ha pa icula a ibu e, and ice e sa. "The only ins ance whe e pe o mance exceed impo ance and he di e ence is signi ican a he P < 0,05 le el. seem o inc ica e ha independen wo kshops also do no ully sa is y he equi emen s o hei cus ome s. Ad an ages o M lmpo ance.pe oance analysis An impo ance-pe onnance analysis is a use ul echnique o e alua ing he elemen s o a ma ke ing p og amme. A ea u e he eo is ha esul s can be g aphically displayed on a wo- dimensional g id, which acili a es he in e p e a ion o in o - ma ion (Ma illa & James, 1 C 77). Using a mul i-dimensional scaling echnique he in o ma ion con ained in Tables 5 and 6 ega ding bo h esponden g oups can be plo ed as shown in Figu es 1 and 2 espec i ely. Al hough he posi ioning o he axes and he naming o quad an s a e based on subjec i e judgemen i does gi e a clea indica ion o he a ibu es on which managemen will ha e o concen a e i s e o s. c.. .......... H .. h Im anoe "-•- .., --- ©® 9 L ® 0 ®~ 8 H a 9@ 7@ @ I. w @ 9 G) p p • s • 0 9 0 0 m m a a n n C 0 • • Low Im ano• Ya I I "==- 1p e 1 lmpo ance..pe o mana: g id: Cus ome s o anchised dallnbim. Figu e 1 iden i ies he a ibu es ha equi e he a en ion o he managemen o anchised deale ships, namely hose loca ed in he op, le quad an . They a e: I. Job done igh he i s ime. 8. Reasonable p ices. 9. Hones y -wo k ha is said o be comple ed, mus be comple ed. 19. In o ming cus ome s in good ime i ehicle mus s ay o e nigh . 14. Accu a e quo a ions. 21. Pe sonal con ac be ween cus ome and mechanic who is esponsible o epai ing his ehicle. Compa ed o Figu e 1, Figu e 2 shows he deg ee o which independen wo kshops a e mo e success ul wi h ega d o sa is ying he equi emen s o hei cus ome s. They ha e, o L a w p • a m a n C • c. ......... .., Ya ..... Hl9h Im o ance IC-·- _,.... J H I. p • 0 "' a " C • Flp e 2 Impo ance-pe o mance g id: Cus ome s o independen wo kshops. s. A . J. Bus. Mgm . 1986, 17(4) ins ance 15 a ibu es in he quad an e med 'Keep up he good wo k', compa ed o he 11 o anchised deale ships. Fu he mo e, anchised deale ships ha e six a ibu es in he quad an e med 'Concen a e he e' compa ed o he in- dependen wo kshops, who ha e none. Manage ial Implica ions Al hough hese indings a e he esul o an isola ed s udy he manage ial g id can be used, by he managemen o anchised deale ships in pa icula , o iden i y a ibu es whose pe o mance should be imp o ed. I also iden i ies a ibu es ha may be consuming oo many esou ces. Possible limi a ions Reliabili y is limi ed by sample size in any esea ch ha does no measu e he en i e popula ion (Richa dson & Fogg: 217). As he sample was d awn om one geog aphical a ea only, ce ain me hodological ques ions could be aised. Two u he limi a ions a e he possibili y ha only dissa is ied consume s in he sample esponded and he low esponse a es o ce ain ques ions (see Table 2). Fu he mo e, he possibili y exis s ha impo an a ibu es o a mo o epai se ice we e omi ed. Summa y o indings The mos impo an inding o his s udy is ha independen wo kshops pe o m ce ain impo an a ibu es o a mo o epai se ice be e han anchised deale ships do. These a ibu es a e: pe sonal con ac wi h mechanic; job done igh he i s ime; in o med in ime i ehicle mus s ay o e nigh ; easonable p icing; as se ice on mino epai s; as esponse o complain s; 201 hones y - o k indica ed as comple ed, mus be comple ed; ehicle eady when p omised; and cou eous and iendly se ice. I was also es ablished ha nei he anchised deale ships no independen wo kshops ully sa is y ma ke equi emen s, al hough he la e 's pe o mance appea s o be supe io . No es 1. Con iden ial discussions wi h he Ma ke ing Di ec o s o wo mo o manu ac u e s. 2. Same sou ces as in no e 1. 3. An a ibu e a ed impo an on he ques ionnai e was assigned a alue o h ee. Re e ences Be die, D.R. & Ande son, J.F. 1976. Mail Ques ionnai e Response Ra es: Upda ing Ou moded Thinking. J. Ma k., ol. 40, Janua y, 71-80. C andall, R.W. 1970. The Decline o he F anchised Deale in he Au omobile Repai Ma ke . J. Bus., ol. 43, Janua y, 19-30. Ma illa, J.A. & James, J.C. 1977. Impo ance-Pe o mance Analysis. J. Ma k., Janua y, 77-79. Moye , M.S. & Whi mo e, N.M. 1976. An App aisal o he Ma ke ing Channels o Au omobiles. J. Ma k., ol. 40, July, 35-40. P e o ius, S.G. 1973. 'n Bed y sekonomiese S udie an die Mo o handel in Bloem on ein, me spesiale e wysing na Agen skaphoue s. Unpublished M.Com. disse a ion, Uni e si y o he O ange F ee S a e, Bloem on ein, 1973, 143 p. Richa dson, L. & Fogg, D.N. 1970. Se ice Pa onage Pa e ns and new P oduc Wa an ies: A Pilo S udy o Au omobiles. J. Bus. Res., July, 213-217.